ANALISIS PENGARUH GAMIFIKASI TERHADAP LOYALITAS PELANGGAN PADA APLIKASI MYTELKOMSEL

Prayogo, Ilham Ridwan (2023) ANALISIS PENGARUH GAMIFIKASI TERHADAP LOYALITAS PELANGGAN PADA APLIKASI MYTELKOMSEL. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

The number of internet users in Indonesia is increasing every year. This is in line with the growth of Internet Service Providers (ISP) in Indonesia. The large number of internet service providers makes users have many alternative choices. Therefore, the problem of user loyalty also arises. Telkomsel as one of the providers applies the gamification concept to the MyTelkomsel application. The hope is that user motivation and involvement can be built like when users spend a lot of time playing games. This study aims to determine what factors can influence Telkomsel user loyalty by applying the gamification concept to the MyTelkomsel application. The method used in this research is quantitative with purposive sampling technique in collecting respondents. The research model used is the Expectation Confirmation Model (ECM). The number of sample data collected was 431 samples which were then analyzed using the SEM-PLS method on SmartPLS 4.0 tools. This study uses nine variables, namely entertainment, trendy, intimacy, novelty, hedonic values, utilitarian values, satisfaction, continuance intention, and loyalty. There are 14 hypotheses proposed in this study. But in the process, the remaining 12 hypotheses with details of 11 hypotheses are accepted and one is not accepted. The 11 hypotheses accepted are entertainment having an effect on hedonic values, novelty having an effect on hedonic values, intimacy having an effect on utilitarian values, novelty having an effect on utilitarian values, hedonic values having an effect on satisfaction, utilitarian values having an effect on satisfaction, satisfaction having an effect on continuance intention, hedonic values having an effect on loyalty, utilitarian values having an effect on loyalty, satisfaction having an effect on loyalty, and continuance intention having an effect on loyalty. One hypothesis that is not accepted is that intimacy has an effect on hedonic values.

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